With the Valentine's Day relaunch of Maxim Online
(www.maximmag.com),
the site joined a locker room full of towel-snapping Web destinations for
today's Real Man. Led by print-to-Web outfits like Playboy.com, these portals
aim to occupy the space where sex and shopping meet in breathless synergy.
Here's a rubdown - uh, rundown - of the Web's manliest sites, where the
ecommerce is always sexy and the content is very, very sticky.

Why they're different
Keith Blanchard, creative director: "Because Maxim is a force in men's
publishing, we get access to a lot of girls the other sites don't. And
we're not at all associated with pornography."

Why they're different
Dimitrios Tsopanakis, editor in chief: "We know that everyone has different
needs, and we are covering all walks of a man's life - from sex to fitness
to entertainment and technology."